Ferrero Breaks New Ground in Health-Focused Snacks (Image Credits: Pexels)
Brazil – The Ferrero Group revealed on March 18, 2026, that it had reached an agreement to purchase Bold Snacks, a prominent player in the premium protein snack sector.[1][2] This move represents the confectionery powerhouse’s initial push into South America’s better-for-you category. Consumers increasingly seek nutritious options amid rising health awareness, and Ferrero aims to capitalize on this trend in one of the region’s largest markets.
Ferrero Breaks New Ground in Health-Focused Snacks
The acquisition signals Ferrero’s strategic pivot toward protein-rich products in emerging markets. Bold Snacks brings expertise in high-protein bars and whey powders, categories experiencing rapid demand in Brazil. Ferrero’s chief financial officer highlighted the deal’s significance during the announcement.[3]
Daniel Martinez Carretero stated, “We’re thrilled to welcome Bold Snacks to Ferrero, marking our first foray into the better-for-you segment in South America.” He emphasized the brand’s momentum and its role in broadening Ferrero’s portfolio geographically.[1] This transaction aligns with global shifts where snack companies diversify beyond traditional sweets.
The Rise of Bold Snacks in Brazil
Established in 2018, Bold Snacks quickly established itself through innovative products and a digital-first approach. The company focused initially on protein bars before venturing into whey powders, appealing to fitness enthusiasts and health-conscious buyers. Its operations center in Divinópolis, Minas Gerais, includes an office and factory that Ferrero plans to integrate seamlessly.[2]
Around 300 employees from Bold Snacks will transition to Ferrero Brazil, preserving local expertise. Founder and CEO Gabriel Ferreira expressed enthusiasm about the partnership. “Becoming part of Ferrero is an amazing opportunity for our business and our people,” he remarked. The deal promises accelerated expansion for the brand.
Ferrero’s Deepening Roots in Brazil
Ferrero already maintained a solid foundation in Brazil with its own plant and office. The 2023 purchase of Dori Alimentos by affiliate Ferrara Candy Company further solidified this presence. Ferrara, sharing the same ownership as Ferrero but operating separately, now runs four factories and two additional offices in the country.[3]
Together, Ferrero and its affiliates employ 4,500 people across five plants and three offices in Brazil. This infrastructure supports distribution of iconic brands like Nutella and Kinder. The Bold Snacks addition enhances capabilities in the savory and healthy segments.
- Ferrero’s direct operations: One plant and one office.
- Ferrara’s footprint post-Dori: Four factories and two offices.
- Total workforce: 4,500 employees.
- New integration: Bold Snacks’ 300 staff in Divinópolis.
Broader Portfolio and Market Outlook
The deal fits into Ferrero’s pattern of building a better-for-you lineup. Existing brands include Eat Natural and FULFIL in Europe, alongside Power Crunch in North America. Bold Snacks extends this strategy to South America, where protein snacks gain traction among urban consumers.[1]
Transaction completion awaits standard regulatory approvals and conditions, likely within months. Ferrero, a family-owned enterprise since 1946, operates in over 170 countries with 50,000 employees worldwide. Its commitment to innovation spans sweets, ice cream, and now healthier alternatives. For full details, see Ferrero’s official announcement.[1]
| Recent Ferrero Better-for-You Moves | Region | Year |
|---|---|---|
| FULFIL Nutrition | Europe | 2022 |
| Power Crunch | North America | 2025 |
| Bold Snacks | South America | 2026 |
Key Takeaways
- Ferrero enters South America’s protein snack market for the first time.
- Bold Snacks’ 300 employees and facilities boost local operations.
- Deal underscores shift toward health-oriented products globally.
Ferrero’s acquisition of Bold Snacks positions the company to meet evolving tastes in Brazil’s dynamic snack landscape. This step not only diversifies offerings but also reinforces long-term growth in high-potential categories. What impact will this have on Brazil’s healthy snack market? Share your thoughts in the comments.
